We’ve reached the final of our four defenses – those objections that you may encounter during the sales process. We have already covered the first three:
The Budget Barrier
The Status Quo Shield
The Time Dodge
Now, let’s conclude this series with The Competitor Comparison.
This defense pits your staffing firm against one or more competitors who claim to offer better (usually cheaper) solutions. It is particularly evident when the prospect is actively evaluating other providers or already working with another firm.
What are some of the comparison factors?
- Rates
- Unique or custom services
- Payment terms
- Onsite support
- Dedicated account manager(s)
The sales professional must approach this defense strategically.
First and foremost, it’s critical to have a deep understanding of the competitive landscape. You know the services that you provide, but how well do you know those of your primary competitors? What are their differentiating factors? Rate structure? Selling tactics? Their strengths? Their weaknesses? Regular and ongoing competitive intelligence should be part of your process.
Okay, so how do you deal with this defense? First, let’s discuss what NOT to do. Never, never, never speak negatively about your competitors! Disparaging other staffing firms or their people always reflects poorly on you and your company. Instead, acknowledge the strength of a competitor while steering the conversation towards your firm and unique value proposition.
One effective technique is to reframe the comparison. For instance, if the prospect mentions the competitor’s lower bill rate, shift the discussion toward value rather than cost. Support your rate with validating evidence, whether it’s a higher level of support, special services, or something else the competitor isn’t offering.
Another approach is to dive deeper into the prospect’s needs. Sometimes, the competitor comparison defense arises when the prospect hasn’t fully articulated their needs or recognized the full scope of their challenges. This presents a unique opportunity to uncover underlying pain points and reshape the conversation. When faced with a competitor comparison, dive deeper:
“Let’s back up for a moment…”
“What specific challenges are you looking to address with this solution?”
“How do you see your needs evolving over the next few months/years?”
“What would an ideal outcome look like for you and your team?”
By recognizing this defense and preparing strategies to address it, you can increase your chances of winning the business.
Next week, join me as we start the series…
The Fallacies of a Lead Generation Program.